Boots Sets Implants in U

Boots Sets Implants in U - Boots Sets Implants in U.S....

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Boots Sets Implants in U.S. Beauty Care Market BY STEVE FOSTER " T h e m o d e l i s c o n s o l i d a t e d
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r e t a i l s p a c e o f f e r i n g t h e b e s t U K B o o t s b r a n d s , i n f o r m
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a t i o n a n d c o n s u l t a n t s t o e n h a n c e t h e o f f e r , m a r k e t i n g a
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n d t r a i n i n g c o n t r o l l e d b y B o o t s v i a s m a l l i n - c o u n t r y t e
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a m ( o r l o c a l d i s t r i b u t o r s ) , a n d a l l i n - c o u n t r y d i s t r i b u
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t i o n i n f r a s t r u c t u r e r u n b y h o s t r e t a i l e r s . " - W i l l i a m C
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o t t o n British retailer adopts an innovative way to expand its store brand business to the United States by partnering with Target and CVS and avoiding the cost of stand-alone stores. Boots is a household name in the United Kingdom, with over 150 years of retailing and enterprising own label manufacture. And now, through a portfolio of own label ranges which are being tested in select Target discount stores and CVS drug stores, the Boots name is well on the way to creating a big name for itself in the United States. The Boots 2003 Annual Report outlines the company's strategy in the UK and internationally: "Boots aims to be the place for health and beauty customers. We want to secure market leadership in the UK and build on our brands' growing success internationally." In the international retail sector, Boots positions itself as a global health and beauty brand and Boots Retail International (BRI) is the company's route to international markets such as the United States. William Cotton, managing director of Boots Retail International, says: "As part of our new model strategy, BRI investigates markets that can deliver growth to our business and the USA-with 25 per cent of the global C&T (cosmetic and toiletries) market and a significant number of large-scale potential partners-is an attractive opportunity." Lorrie King, vice president of marketing, for Boots Retail USA, adds: "The Boots concept is sure to appeal to the U.S. consumer since getting high quality products along with a welcoming customer service experience, at an attractive price in a mass retail environment is quite innovative." King uses the term "masstige" to describe the Boots offering in the U.S. market-prestige beauty care at mass market prices. Most items in the Boots USA range retail between $3.99 and $19.99 with a few beauty care kits priced at $34.99. Store Implants BRI opened 30 test implants in February and March this year-with 18 implants within Target stores in Denver, CO, (16) and Minneapolis, MN, (2), and 12 implants within CVS stores In Fairfield County, CT. Through the implant model, BRI utilises a flexible consultant solution with different partners around the world such as Target and CVS. Each consultant aims to drive incremental sales by reassuring the consumer, motivating the consumer to purchase, and creating a personal bond by tailoring advice, building relationships and welcoming consumers.
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Boots Sets Implants in U - Boots Sets Implants in U.S....

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